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Press release from Business Wire

Taco Bell® Unveils Details Supporting Its LIVE MÁS® Super Bowl XLVII Advertisement

<p class='bwalignc'> <i><b>Brand Introduces Super Bowl Commercial's Main Character Via Online Teaser</b></i> </p> <p class='bwalignc'> <i><b>Spot to Feature fun.'s ‘We Are Young' Sung in Spanish</b></i> </p>

Friday, January 18, 2013

Taco Bell® Unveils Details Supporting Its LIVE MÁS® Super Bowl XLVII Advertisement14:33 EST Friday, January 18, 2013 IRVINE, Calif. (Business Wire) -- What does it truly mean to “LIVE MÁS?” Beginning today, Taco Bell® is going to show the world just that as it unveils a 60-second online teaser video in anticipation of its 60-second brand Super Bowl commercial. The LIVE MÁS® brand commercial is titled “Viva Young” and is scheduled to debut during the third quarterof the game broadcasted Feb. 3, 2013 on the CBS Television Network. In the spot, main character, 87 year-old Bernie Goldblatt along with his friends, will take viewers on an unforgettable night depicting that anyone at any age can LIVE MÁS®. The commercial will be set to the music of Taco Bell Feed the Beat® artist and six-time GRAMMY® Award nominee fun.'s “We Are Young,” which will be sung in Spanish. “Our hope is that our consumers will see themselves in this ad. They tell us that Taco Bell is about memories and experiences, and things they like to share with their friends,” said Brian Niccol, Chief Marketing & Innovation Officer, Taco Bell Corp. “We believe that advertising on the world biggest stage, the Super Bowl, was the ideal way to share these experiences with our fans, while also providing further context into the mindset of Taco Bell and what it means to LIVE MÁS.” Taco Bell fans and consumers can also find out more about “Goldblatt” through the online teaser that is being released on the brand's YouTube channel (www.youtube.com/tacobell) entitled “Grandpa Goes Wild.” The teaser shows Goldblatt sneaking his suped-up motorized scooter into a football stadium to let loose, do some tricks like making “donuts” on the field, knocking over water coolers, yardage signs and a tackling dummy, all while escaping from security. The teaser gives consumers a deeper look into the LIVE MÁS personality of the Taco Bell's Super Bowl spot's main character. The Super Bowl XLVII spot and campaign's online teaser are being created by Deutsch LA, which has recently joined Taco Bell's agency roster along with lead agency Draftfcb. The last time Taco Bell advertised during the Super Bowl was during the 2010 game and the ad supported the brand's $5 Big Box. About Taco Bell Corp. Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos® Locos Tacos, gourmet inspired Cantina Bell™ Menu and lower calorie Fresco Menu. The company encourages customers to “Live Más,” both through its food and in ways such as its Feed the Beat® music program and nonprofit organization, the Taco Bell Foundation for Teens. Taco Bell and its more than 350 franchise organization have nearly 6,000 restaurants across the United States that proudly serve more than 36 million customers every week. Like: www.facebook.com/tacobellFollow: @TacoBellSubscribe: www.youtube.com/tacobell Taco Bell Corp.Rob Poetsch, 949-863-3970rob.poetsch@tacobell.comorTaylorPJ Brovak, 212-714-5753pbrovak@taylorstrategy.com